Nintendo SWOT Analysis, USP & Competitors

Posted in Consumer Electronics, Total Reads: 18169

SWOT Analysis of Nintendo with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Nintendo Company Limited


Consumer Electronics


IT and Technology

Tagline/ Slogan

Now you're playing with power; Wii would like to play; Take a look inside


Motion sensing technology and simple controller design to appeal to the inexperienced console gamers.



Activity oriented gaming consoles  and handheld mobile gaming devices

Target Group

Urban kids and families from the upper middle class


Social and active entertainment that brings the whole family together and supports movement and exercise.

SWOT Analysis


1. Established brand gives a competitiveadvantage

2. The basic strategy of ‘Gaming Population Expansion’ to provide a wider customer base in future.

3. Brand reputation and recognition – Unlike its primary competitors Nintendo is synonymous with gaming

4. Unique and innovative product offerings with latest games

5. Geographical diversification reduces the business risk

6. Innovative and simple game-play using a mixed of motion sensitivity and aiming device.

7. Affordable gaming for people of a variety of economic classes.


1. High dependence on few gaming titles unlike a few leading competitors

2. Brand hasn't established itself in the emerging economies

3. Limitations of enforcing intellectual property rights in some regions has led to growth of counterfeit products


1. Expansion of digital business by offering downloadable paid add-on content and digital distribution of packaged software

2. Increasing focus on third party softwaredevelopment will benefit Nintendo due to its relatively simple technology and low development costs

3. Expanding demographics of gaming consumers

4. Technological innovations set to improve gaming experience

5. Enhanced Wi-Fi capabilities can help make inroads in the online gaming sphere

6. Significant R&D capabilities can be employed to diversify in to related fields


1. High threat of substitutes - The growing trend of Online and Mobile gaming can prove to be a threat to both, the handheld and console gaming

2. Changing Industry Environment

3. Lack of diversification outside the video games design field

4. High proportion of overseas sales has exposed the company to risks relating to fluctuation in foreign exchange rates.



1. Sony Playstation

2. Microsoft Xbox

The table above concludes the Nintendo SWOT analysis along with its marketing and brand parameters.


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